A new report by Unidays showed that Gen Z values, above anything else, inclusive and diverse gender representation from fashion brands.

Brands have a lot to learn from these insights, since nearly half of Gen Z’ers surveyed said they’re more willing to purchase from a brand that gets representation right. The opportunity to win Gen Z over lies in a fashion brand’s ability to commit to diversity and inclusion – especially when it comes to gender.

Surveyed students said they recognize brands like Nike, Old Navy, and Asos to be among the most inclusive fashion companies today. Why? They push the envelope when it comes to challenging gender stereotypes.

In fact, 61% of Gen Z thinks that clothing brands have room for improvement when it comes to diverse representation, saying that companies could try harder to show “style should not have a gender.”

And, 65% said that fashion brands could improve the online shopping experience by allowing searches for gender neutral clothing – instead of having to choose from men’s and women’s styles.

Brands do face a key challenge in winning the hearts (and dollars) of Gen Z – being authentic. 56% said that fashion companies that get it wrong appear “tokenistic.” 

For many Gen Z’ers, it doesn’t end at just providing more inclusive styles. 38% of those surveyed said they want brands to support organizations that benefit non-binary people. The effort from brands goes well beyond just providing inclusive options – companies must take an ethical stand and act on their commitment to diversity and inclusion.

“Despite the strong influence that price holds over the demographic, the findings show that Gen Z are hyper-informed and switched on when it comes to identifying which brands they consider inclusive and representative,” said Viviane Paxinos of Unidays. “By expanding their focus on representation, communicating authentically with their audience, and recognizing that price is a top priority that influences Gen Z purchasing decisions, brands will succeed in driving affinity with this highly influential generation.”